121

www.UConnRuddCenter.org

Trends in Television Food Advertising to

Young People: 2017 Update

May 2018

AUTHORS:

Willie C. Frazier III, MPH

Jennifer L. Harris, PhD, MBA

Introduction

This annual brief documents trends in food-related TV advertising (including food,

beverages, and restaurants) viewed by children and adolescents from 2002 to 2017,

focusing on changes from 2016 to 2017. We also examine changes in categories of food

and beverages advertised since 2007, the year the Children’s Food and Beverage

Advertising Initiative (CFBAI) food industry self-regulatory program was implemented to

“shift the mix of advertising primarily directed to children.”1 For the first time, we also

report changes in time spent watching TV by children and adolescents.

Total exposure to food-related advertising on TV

Individuals in all age groups viewed fewer food-related advertisements on TV in 2017 than

in 2016, continuing the downward trend that began in 2013 (see Figure 1). From 2016 to

2017, ad exposure decreased by 11% for children and by 5% for adults. Adolescents

experienced the largest decrease of 20%. Compared to 2007 (the year the CFBAI was

implemented), children saw 18% fewer ads and adolescents saw 28% fewer.

Figure 1 shows changes in total food, beverage, and restaurant TV advertising viewed by

children (ages 2-11), adolescents (ages 12-17), and adults (ages 18-49) from 2002 to 2017.

Source: Nielsen 2018

3000

3500

4000

4500

5000

5500

6000

6500

7000

7500

8000

Ad

s v

iew

ed

per

ye

ar

Ages 2 - 11 Ages 12 - 17 Ages 18 - 49

In 2017, children and

adolescents saw fewer

food-related ads on TV

than in 2016—down by

11% and 20%, respect-tively.

221

Despite these declines, in 2017 children continued to view on average 10.0 food-related TV

ads per day. For the first time since 2004, adolescents viewed fewer food-related TV ads

than did children, averaging 9.4 ads per day. Adults viewed on average 17.7 food-related

ads per day.

Furthermore, the majority of the decline in food-related ads viewed can be attributed to

reductions in amount of time spent watching TV from 2013 to 2017a (see Figure 2). From

2013 to 2016, the average hours-per-day that children spent watching TV declined by 18%,

while the number of food-related TV ads they viewed declined by 14% during the same

period. For adolescents, daily TV viewing declined 30% and exposure to TV ads declined

28%. More recently, from 2016 to 2017, children watched 12% fewer hours of TV daily,

compared with 11% fewer food-related ads viewed, while adolescents watched 18% fewer

hours of TV and viewed 20% fewer food-related TV ads.

Figure 2. Changes in food-related TV ads viewed versus changes in TV viewing time

Source: Nielsen 2018

Changes in advertising by major food categories

For some individual categories, declines in TV ads viewed by children and adolescents

from 2016 to 2017 were comparable to overall declines in food-related ads viewed (see

Appendix Tables 1 to 3). For example, children saw 10% fewer ads for all restaurants from

2016 to 2017, while adolescents saw 19% fewer restaurant ads. Children’s exposure to TV

ads for juices/fruit beverages/sports drinks fell by 13% and carbonated beverageb ads

viewed declined by 6%. For adolescents, exposure to TV ads for juices/fruit

beverages/sports drinks, prepared meals, sweet snacks, crackers/savory snacks and

______________ a TV viewing is calculated based on the average time spent watching TV by individuals in a specific age group as reported by Nielsen, including TV programming on broadcast, cable, syndicated, and spot networks. b This category includes regular soda, diet soda, seltzer, and brand ads that do not specify one product. In 2017, regular soda and brand ads comprised 76% and 77% of carbonated beverage ads viewed by children and adolescents, respectively.

-14%-11%

-28%

-20%-18%-12%

-30%

-18%

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%

2013 to 2016 2016 to 2017 2013 to 2016 2016 to 2017

Ages 2-11 Ages 12-17

Pe

rce

nt

chan

ge

Food-related TV ads viewed Hours of daily TV viewing

In 2017, adolescents

viewed fewer food-related

TV ads than children

viewed—the first time in

over ten years.

Declines in exposure to

food-related TV ads can

be largely attributed to

substantial reductions in

TV viewing by children

and adolescents since 2013.

321

fruits/vegetables all declined by 13 to 24%.

However, there were even greater declines in ads viewed for some categories. Exposure to

TV ads for cereals decreased by 33% for children and 37% for adolescents from 2016 to

2017. Children and adolescents also saw approximately one-half the number of yogurt ads

in 2017 compared to the previous year. Other notable reductions include a 23% decline in

ads for sweet snacks viewed by children and a 34% decline in other dairy (not yogurt) ads

viewed by adolescents. Exposure to ads for fruit and vegetables also declined by 18% for

children.

On the other hand, the number of food ads viewed remained relatively unchanged or

increased for other categories, despite declines in TV viewing time. Changes in children’s

exposure to TV ads for candy, crackers/savory snacks, and prepared meals ranged from

0% change to a 3% increase. Bottled water ads increased for both children (+54%) and

adolescents (+27%). Children also viewed 18% more ads for other dairy products, and

adolescents viewed 10% more ads for carbonated beverages in 2017 than in 2016.

Changes since 2007

In the 10 years since CFBAI implementation in 2007, there have been several positive

changes in youth viewership of food-related TV ads (see Figure 3). For fruit and vegetable

ads, children’s has doubled (+106%), and adolescents viewed 53% more in 2017 than in

2007. Other positive changes include declines of 50% or more in exposure to cereal and

sweet snacks ads for both children and adolescents, while exposure to ads for prepared

meals declined by 37% and 53% for children and adolescents, respectively. Exposure to

juices/fruit beverages/sports drink ads also declined for both children (-11%) and

adolescents (-42%) from 2007 to 2017.

Figure 3. Total food-related TV advertising exposure by category.

Source: Nielsen 2017

Since 2007, the year the

CFBAI was implemented,

exposure to fruit and

vegetable ads has

doubled for children, and

increased by more than

50% for adolescents.

Children and adolescents

also saw at least 50%

fewer ads for cereal and

sweet snacks during this time.

0

1000

2000

3000

4000

5000

6000

2007 2017 2007 2017 2007 2017

Ages 2-11 Ages 12-17 Ages 18-49

Ad

s vi

ew

ed

pe

r ye

ar

All other

Cereals

Beverages (exceptwater)

Snacks

Other restaurants

Candy

Fast food

421

In contrast, changes in ad exposure to other food and beverage categories raise concerns.

Children viewed 79% more ads for carbonated beverages, 44% more ads for candy, and

17% more ads for crackers/savory snacks in 2017 than in 2007. In 2017, candy overtook

cereals as the packaged food with the most TV advertisements viewed by children.

Likewise, adolescents viewed 5% more ads for carbonated beverages, 20% more candy

ads, and 11% more ads for crackers/savory snacks in 2017 versus 2007.

Furthermore, ads for two of the healthiest product categories declined from 2007 to 2017:

exposure to bottled water ads declined by 23% for children and 53% for adolescents,

while exposure to yogurt ads declined by 50% or more for both children and adolescents.

In total, ads for the healthiest product categories (bottled water, fruits and vegetables,

and yogurt) represented just 4% of food-related ads viewed by both children and

adolescents in 2017. This compares to 6% of food-related ads viewed by children, and 5%

of food-related ads viewed by adolescents in 2007.

Conclusion

In 2017, compared with the previous year, children’s exposure to food-related TV

advertising declined by 11%. In addition, children viewed 18% fewer ads compared to

2007, the first full year that CFBAI pledges were in effect. Adolescents’ exposure to food-

related TV ads declined at a greater rate, by 20% compared to 2016 and 28% versus 2007.

Despite these reductions, children and adolescents continued to view on average 10.0 and

9.4 food-related TV ads per day, respectively.

Much of this reduction in food-related TV ads viewed can be attributed to substantial

declines in hours spent watching TV since 2013. Notably, adolescents spent 43% less time

watching TV in 2017 than in 2013, while children watched 28% less TV. As a result, for the

first time since 2004, adolescents saw fewer food-related ads on TV in 2017 than children

saw. This finding indicates a reversal of the sharp increase in ads viewed by adolescents

from 2007 to 2012 (following CFBAI implementation).

In the ten years since the CFBAI was implemented, there have been improvements in

children’s exposure to TV ads for some food-related categories, including declines of 50%

or more for sweet snacks and cereal. Additionally, children’s exposure to ads for fruit and

vegetables more than doubled during this time.

However, exposure to ads for some nutritionally poor categories increased from 2007 to

2017 for both children and adolescents, including carbonated beverages, candy, and

crackers/savory snacks. Notably, from 2016 to 2017, carbonated beverage ads viewed by

adolescents increased 10%, at the same time their hours of TV viewing declined 18%. In

2017, fast food restaurants remained the most advertised category for all youth,

accounting for more than a quarter of food-related ads viewed, while candy overtook

cereals as the most advertised packaged food category to children.

In 2017, children saw 79%

more ads for carbonated

beverages and 44% more

ads for candy compared to

2007.

For the first time, children

viewed more ads for

candy than any other packaged food product.

In 2017, fast food

remained the most

advertised food category

to children and

adolescents—more than

one-quarter of all food-

related ads viewed.

TV ads for the healthiest

product categories

represented less than 5%

of all food-related TV ads viewed by youth.

521

Overall, TV ads for the healthiest product categories (bottled water, fruits and vegetables,

and yogurt) represented just 4% of food-related ads viewed by both children and

adolescents. Thus, there is limited evidence that CFBAI has resulted in improvements in

the primarily unhealthy mix of food-related categories advertised to children since the

program’s launch in 2007.

Declines in time spent watching TV and comparable reductions in total food-related TV

ads viewed by youth in recent years demonstrate progress in reducing unhealthy food

advertising to youth on TV. However, substantial increases in TV ads viewed by children

for candy, carbonated beverages, and savory snacks from 2007 to 2017, as well as the

continued overwhelmingly unhealthy mix of foods advertised to children and adolescents,

demonstrate continued cause for concern.

ACKNOWLEDGMENTS

This research was funded by a grant from the Robert Wood Johnson Foundation. The views expressed here do not necessarily reflect the views of the Foundation.

REFERENCES

1 Better Business Bureaus [BBB] (2016). About the Initiative. www.bbb.org/council/the-national-partner-program/national-advertising-review-services/childrens-food-and-beverage-advertising-initiative/about-the-initiative/

2 Harris, Frazier, Romo-Palafox, et at. (2017). FACTS 2017 Food industry self-regulation after 10 years: Progress and opportunities to improve food advertising to children. http://www.uconnruddcenter.org/files/Pdfs/FACTS2017_Final.pdf

For information about the methods used in this analysis, please see our previous report:

Trends in television food advertising: Progress in reducing unhealthy food marketing to young people. Available at:

http://www.uconnruddcenter.org/resources/upload/docs/what/reports/RuddReport_TVFoodAdvertising_2.10.pdf

For more information about food marketing to youth, please visit uconnruddcenter.org/food-marketing

6

Appendix Table 1. Change in average number of ads viewed by category for children (2-11 years)

Ads viewed per year Change in ads viewed 2017 vs.

Category 2004 2007 2016 2017 2004 2007 2016

Foods and Beverages* 3,847 3,036 2,614 2,298 -40% -24% -12%

Cereals 973 772 490 329 -66% -57% -33%

Candy 397 266 381 383 -4% 44% 0%

Prepared Meals 306 420 264 266 -13% -37% 1%

Sweet Snacks 637 432 184 142 -78% -67% -23%

Yogurt 204 178 167 76 -63% -58% -55%

Juices, Fruit Beverages, and Sports Drinks

316 188 192 167 -47% -11% -13%

Crackers and Savory Snacks 147 121 137 142 -4% 17% 3%

Carbonated Beverages** 141 57 108 102 -27% 79% -6%

Other Dairy 72 43 125 146 103% 240% 18%

Bottled Water 16 55 28 42 165% -23% 54%

Fruits and Vegetables 4 22 55 45 1030% 106% -18%

Restaurants 1,252 1,410 1,516 1,367 9% -3% -10%

Fast Food Restaurants 911 973 1,089 962 6% -1% -12%

Other Restaurants 341 437 427 405 19% -7% -5%

Grand Total 5,099 4,446 4,129 3,665 -28% -18% -11%

*Includes all packaged food and beverage categories **Includes advertising for regular and diet drinks, seltzer, and brand advertisingSource: Nielsen 2018

7

Appendix Table 2. Change in average number of ads viewed by category for adolescents (12-17 years)

Ads viewed per year Change in ads viewed 2017 vs.

Category 2004 2007 2016 2017 2004 2007 2016

Foods and Beverages* 3,200 2,883 2,573 2,037 -36% -29% -21%

Cereals 464 443 347 220 -53% -50% -37%

Candy 400 311 428 373 -7% 20% -13%

Prepared Meals 266 418 235 197 -26% -53% -16%

Sweet Snacks 356 310 188 152 -57% -51% -54%

Yogurt 105 129 138 63 -40% -51% -54%

Juices, Fruit Beverages, and Sports Drinks

318 235 178 135 -57% -42% -24%

Crackers and Savory Snacks 147 118 151 131 -11% 11% -13%

Carbonated Beverages** 295 124 118 130 -56% 5% 10%

Other Dairy 96 61 166 108 13% 78% -34%

Bottled Water 33 70 26 33 0% -53% 27%

Fruits and Vegetables 6 22 39 34 460% 53% -14%

Restaurants 1,629 1,929 1,742 1,412 -13% -27% -19%

Fast Food Restaurants 1,260 1,437 1,328 1,067 -15% -26% -20%

Other Restaurants 369 492 414 345 -6% -30% -17%

Grand Total 4,829 4,812 4,345 3,449 -29% -28% -20%

*Includes all packaged food and beverage categories **Includes advertising for regular and diet drinks, seltzer, and brand advertisingSource: Nielsen 2018

8

Appendix Table 3. Change in average number of ads viewed by category for adults (18-49 years)

Ads viewed per year Change in ads viewed 2017 vs.

Category 2004 2007 2016 2017 2004 2007 2016

Foods and Beverages* 3,453 3,221 3,977 3,763 9% 17% -5%

Cereals 375 378 413 306 -18% -19% -26%

Candy 342 287 612 658 92% 129% 8%

Prepared Meals 380 554 349 336 -12% -39% -4%

Sweet Snacks 328 301 289 296 -10% -2% 2%

Yogurt 93 148 225 128 37% -14% -43%

Juices, Fruit Beverages, and Sports Drinks

346 273 244 236 -32% -14% -3%

Crackers and Savory Snacks 154 128 245 250 63% 96% 2%

Carbonated Beverages** 269 129 247 236 -12% 83% -4%

Other Dairy 143 112 245 244 71% 118% 0%

Bottled Water 42 72 33 47 13% -34% 44%

Fruits and Vegetables 14 43 66 62 346% 45% -5%

Restaurants 2,032 2,298 2,830 2,699 33% 17% -5%

Fast Food Restaurants 1,496 1,628 2,122 2,031 36% 25% -4%

Other Restaurants 536 670 708 668 25% 0% -6%

Grand Total 5,485 5,519 6,806 6,462 18% 17% -5%

*Includes all packaged food and beverage categories **Includes advertising for regular and diet drinks, seltzer, and brand advertisingSource: Nielsen 2018